Booking Holdings May Consider Stock Split, Attracting Investor Interest
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 24 2026
0mins
Should l Buy BKNG?
Source: NASDAQ.COM
- Stock Split Potential: Booking Holdings, having undergone a reverse split 23 years ago, is seen as the most likely candidate for a stock split, appealing particularly to retail investors looking for more affordable share prices.
- High Price Challenge: NVR's share price stands at $7,762, making it the second-highest priced stock after Berkshire Hathaway, and its long-standing avoidance of dividends significantly reduces the likelihood of a split, limiting its attractiveness.
- Financial Volatility Risk: Seaboard's diversified operations have shown double-digit revenue growth in three of the last five years, but its financial volatility raises concerns about the risks of splitting shares after strong performance, potentially harming stock value.
- Investment Caution: Despite being a potential split candidate, Booking Holdings is not included in the Motley Fool's current list of top investment stocks, indicating that investors should exercise caution when considering this stock.
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Analyst Views on BKNG
Wall Street analysts forecast BKNG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BKNG is 6153 USD with a low forecast of 5407 USD and a high forecast of 6850 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
25 Analyst Rating
18 Buy
7 Hold
0 Sell
Moderate Buy
Current: 4443.420
Low
5407
Averages
6153
High
6850
Current: 4443.420
Low
5407
Averages
6153
High
6850
About BKNG
Booking Holdings Inc. is a provider of travel and restaurant online reservation and related services. The Company offers its services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Through its brands, consumers can book an array of accommodations (including hotels, motels, resorts, homes, apartments, bed and breakfasts, hostels, and other alternative and traditional accommodation properties) and a flight to their destinations; make a car rental reservation or arrange for an airport taxi; make a dinner reservation; or book a vacation package, tour, activity, or cruise. Consumers can also use its meta-search services to easily compare travel reservation information, such as flight, hotel, and rental car reservations from hundreds of online travel platforms at once. Booking.com offers accommodation reservation services for approximately 4.0 million properties in over 220 countries and territories and in over 40 languages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Investment Prospects for Amazon and Booking Holdings
- Amazon's Innovation Edge: Amazon's online retail business maintains a durable competitive advantage through its extensive infrastructure and same-day delivery services, with its Rufus AI shopping assistant reaching 250 million active users in Q3 and projected to generate $10 billion in incremental annual sales by 2025.
- Advertising Revenue Surge: Amazon's advertising services have achieved an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, positioning the company to benefit as brands shift ad spending to digital platforms.
- Cloud Service Profitability: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing roughly half of the company's profits, with investments in custom chips and data center capacity keeping it at the forefront of AI services, and analysts expect earnings per share to grow at an annualized rate of 17% in the coming years.
- Booking Holdings' Market Position: Booking Holdings attracts users through loyalty rewards and its Connected Trips initiative, achieving 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue, with management targeting an 8% annual growth rate moving forward.
See More
Investment Potential of Amazon and Booking Holdings
- Amazon's Market Advantage: Amazon's competitive edge in e-commerce stems from its extensive infrastructure and same-day delivery services, with its Rufus AI shopping assistant reaching 250 million active users in Q3, projected to generate $10 billion in incremental annual sales by 2025, further solidifying its market leadership.
- Advertising Revenue Growth: Amazon's advertising services have an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, as brands shift ad spending to digital platforms, significantly enhancing its overall profitability.
- Strong Cloud Computing Business: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing nearly half of the company's profits, with investments in custom chips and data center capacity maintaining its competitive edge in the AI services market, expected to continue driving profit growth.
- Sustained Growth for Booking Holdings: Booking Holdings recorded 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue and a 19% increase in adjusted earnings per share, with plans to achieve 8% annual growth in gross bookings and revenue, reflecting strong market demand and pricing power.
See More
Investment Potential of Amazon and Booking Holdings
- Amazon's Innovation Edge: Amazon's online retail business maintains a competitive advantage through its extensive infrastructure and same-day delivery, with its Rufus AI shopping assistant reaching 250 million users in Q3 and projected to generate $10 billion in incremental annual sales by 2025.
- Advertising Revenue Surge: Amazon's advertising services have achieved an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, positioning the company favorably as brands shift ad spending to digital platforms.
- Cloud Services as Profit Engine: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing roughly half of the company's profits, with investments in custom chips and data center capacity keeping it at the forefront of AI service delivery.
- Booking Holdings' Sustained Growth: Booking Holdings recorded 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue, with management targeting 8% annual growth in gross bookings and revenue, translating to a 15% increase in adjusted earnings per share.
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Concerns Over AI Impact Weigh on Booking and Expedia Stocks: Here's How They Could Recover.
- Current Weather Impact: Many people are considering tropical vacations due to the recent cold weather across the country.
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- Overview of Changes: The rating changes include upgrades, downgrades, and initiations, reflecting analysts' keen response to market dynamics, which may lead to short-term volatility in the affected stocks.
- Investor Focus: For those considering buying PYPL stock, analysts' opinions will serve as a crucial reference point, impacting their investment strategies and risk assessments.
- Market Impact Analysis: Changes in analyst ratings not only affect individual stock performance but may also influence overall market sentiment, prompting investors to closely monitor these developments to adjust their portfolios accordingly.
See More
Investment Prospects for Amazon and Booking Holdings
- Amazon's Innovation Edge: Amazon's online retail business maintains a durable competitive advantage through its extensive infrastructure and same-day delivery services, with its Rufus AI shopping assistant reaching 250 million active users in Q3 and projected to generate $10 billion in incremental annual sales by 2025.
- Advertising Revenue Surge: Amazon's advertising services have achieved an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, positioning the company to benefit as brands shift ad spending to digital platforms.
- Cloud Service Profitability: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing roughly half of the company's profits, with investments in custom chips and data center capacity keeping it at the forefront of AI services, and analysts expect earnings per share to grow at an annualized rate of 17% in the coming years.
- Booking Holdings' Market Position: Booking Holdings attracts users through loyalty rewards and its Connected Trips initiative, achieving 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue, with management targeting an 8% annual growth rate moving forward.
See More
Investment Potential of Amazon and Booking Holdings
- Amazon's Market Advantage: Amazon's competitive edge in e-commerce stems from its extensive infrastructure and same-day delivery services, with its Rufus AI shopping assistant reaching 250 million active users in Q3, projected to generate $10 billion in incremental annual sales by 2025, further solidifying its market leadership.
- Advertising Revenue Growth: Amazon's advertising services have an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, as brands shift ad spending to digital platforms, significantly enhancing its overall profitability.
- Strong Cloud Computing Business: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing nearly half of the company's profits, with investments in custom chips and data center capacity maintaining its competitive edge in the AI services market, expected to continue driving profit growth.
- Sustained Growth for Booking Holdings: Booking Holdings recorded 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue and a 19% increase in adjusted earnings per share, with plans to achieve 8% annual growth in gross bookings and revenue, reflecting strong market demand and pricing power.
See More
Investment Potential of Amazon and Booking Holdings
- Amazon's Innovation Edge: Amazon's online retail business maintains a competitive advantage through its extensive infrastructure and same-day delivery, with its Rufus AI shopping assistant reaching 250 million users in Q3 and projected to generate $10 billion in incremental annual sales by 2025.
- Advertising Revenue Surge: Amazon's advertising services have achieved an annual revenue run rate of $85 billion, with Q4 ad revenue increasing by 22% year-over-year, positioning the company favorably as brands shift ad spending to digital platforms.
- Cloud Services as Profit Engine: Amazon Web Services (AWS) saw a 24% year-over-year revenue increase in Q4, contributing roughly half of the company's profits, with investments in custom chips and data center capacity keeping it at the forefront of AI service delivery.
- Booking Holdings' Sustained Growth: Booking Holdings recorded 323 million room nights in Q3, an 8% year-over-year increase, driving a 13% rise in revenue, with management targeting 8% annual growth in gross bookings and revenue, translating to a 15% increase in adjusted earnings per share.
See More
Stock Market Endures AI Fears Despite Tech Downturn: A Creation of Our Own Design.
AI's Impact on the Stock Market: Investors are concerned that artificial intelligence, initially seen as a positive force, may now be causing instability in the stock market.
Dow Jones Milestone: Despite the concerns surrounding AI, the Dow Jones Industrial Average has reached a significant milestone, trading above 50,000 for the first time.
See More
Concerns Over AI Impact Weigh on Booking and Expedia Stocks: Here's How They Could Recover.
- Current Weather Impact: Many people are considering tropical vacations due to the recent cold weather across the country.
- Travel Agency Challenges: Online travel agencies are facing stock issues linked to ongoing concerns about artificial intelligence.
See More
Wall Street Analysts Adjust Ratings
- Analyst Rating Updates: Top Wall Street analysts have adjusted their ratings on several companies, indicating a shift in market sentiment that could influence investor decisions and market trends.
- Overview of Changes: The rating changes include upgrades, downgrades, and initiations, reflecting analysts' keen response to market dynamics, which may lead to short-term volatility in the affected stocks.
- Investor Focus: For those considering buying PYPL stock, analysts' opinions will serve as a crucial reference point, impacting their investment strategies and risk assessments.
- Market Impact Analysis: Changes in analyst ratings not only affect individual stock performance but may also influence overall market sentiment, prompting investors to closely monitor these developments to adjust their portfolios accordingly.
See More
